Baby Groomers Launch

8/2/2019 Baby Groomers Launch

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July 25,2010

BABY GROOMERS LAUNCH

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LETTER OF TRANSMITTAL

25TH

July-2010

Ms.Ayesha Aman,

Course Instructor,

Iqra University.

Dear Madam,

This is the final project report based on the LAUNCHING OF A PRODUCT/SERVICE that

was assigned to us. It is being submitted to you on July 25th

2010. The report has been prepared

keeping in mind the topic that was the product launch.

________________ _________________ _______________

SARAH SIDDIQUE UME-HANI AR AROOBA ARIF

_________________ _________________ _________

NAZIA BI HASSAN SYED MUHAMMAD FARAZ


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ACKNOWLEDGEMENT

We would like to thank Almighty Allah for giving us the strength to complete this research

project. We would like to thank to our course facilitator, Ms.Ayesha Aman, for giving us such a

useful assignment. And finally, we wish to thank all those people who have helped us in different

ways for the completion of this project; without their help, the report would not have been in this

presentable form.


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Table of Content

S.no Contents Page

1 Synopsis 5

2 Salon and Spa design 6

3 Internal environment

Mission statement Good wages/salaries Job security Rewards Training and improvements Team building

7

4 Customer market

Geographic dispersion Family life cycle Social stratification Age group

8

5 Competitors 9

6 Public

Financial public

Media public Government General public Internal public

9

7 Macro environment

Political Demographic Competitive advantages

10-11

8 Consumer behavior

Cultural factor Social class Social factor Personal factor

12


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9 Product

Service specialty Product mix consistency Product line Product quality Product features Product style

13-15

10 Pricing

Pricing strategies Adjustment policy Uniform delivered pricing

16

11 Distribution/location 1712 Promotion

Objective Advertising objective Advertising strategies Advertising media

18

13 Product life cycle 19

14 BCG matrix 19

15 SWOT analysis 20

16 Recommendation 21

17 conclusion 22


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Synopsis

Baby clipper is launching Baby groomer in the market. Baby groomer is a hair salon and spa

only for kids from 1-12 years. The name signifies that this salon and spa is for kids only. As we

are launching this product in Karachi for the first time. The target market that we have selected

are the kids from 1-12 years, the education background is optimal. We have carefully studied and

ensured that the products we will use in the salon and spa are not hazardous and we will provide

hygienic and friendly environment to the kids and their guardians.

Our marketing strategy is planned with respect to characteristics of the Pakistani society.

Especial attention was given to the factor that we are not violating any political and legal, social

and cultural rules and regulations. All the 4 Ps (product, price, place and promotion) have been

effectively dealt with. Our price is set according to market rate which covers our cost and we

have kept an optimal profit. We are opening our salon in Zamzama. Our advertising strategy

includes two phases in which we are going to advertise our product using every possible

instrument, in order to reach each and every person of our targeted population. As our hair salon

is a complete new innovation there are no direct competitors. So we have a significant

competitor advantage. This will give us monopoly in the market.


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HAIR SALON AND SPA DESIGN


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Internal Environment of Baby groomers

Mission statement: styling and massaging with entertainment

GOOD WAGES / SALARY: Salaries and wages are the main reason for any one whowants to join a company as an employee. Keeping this in our mind, we will pay them fairly, but

in recession it will not be easy to cut down their wages and if we cut down their wages it can be

counterproductive as their motivation would fall down and they may not work efficiently.

JOB SECURITY: Mostly employees seek for job security and they dont like uncertain

situations. Keeping this in mind the best motivation is permanency of job so that our employees

wont feel insecure and they will give their best because they will know that no one will fire

them.REWARDS: Rewarding your staff does not mean giving lavish gifts that will ruin the

company's financial structure. Even the odd drink or meal outside the organization makes the

difference, and if they achieve certain targets or really do something outside of the box, well try

to offer a small reward, just to let them know how appreciated they are.

TRAINING AND IMPROVEMENT: Every organization strives for the success and

they try to improve their product and services quality in order to gain customer satisfaction. With

changing trend and fashion, we will have to train our employees so that they can learn the latestcuts and fashion styling. For this we can send employees to foreign countries so they can learn

latest trendy hair cuts and style. For massage training they may go out to learn new massages.

TEAM BUILDING: Team work is very important for almost all the organization, if the

employees could not get along with each other than it will create problems for business, for this

purpose we encourage team building. To build teams we can take our employees for dinners or

we can arrange a simple get together annually to increase their efficiency.


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CUSTOMER MARKET

1. Geographic dispersion: UrbanGeographic dispersion for our services is urban, because people from rural areas are not

worried about their kids styling nor can they afford it. Mostly people belonging from

urban areas are worried about their looks, style and fashion.

2. Family life cycles: Families with kidsWe are launching this salon and spa only for kids. This service is for all those families in

which there are kids from 1-12 years old.

3. Social stratification: the upper middle class and aboveThe social stratification which we have taken is upper middle class and above. Because

mostly people from upper middle class and above are worried about their childrens look

and they can afford.

4.Age group:The youth.


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COMPETITORS

There is no direct competitor of our hair salon because the idea is unique and there isnt any hair

salon for kids. But our direct competitor can be any other hair salon who may want to open hair

salon only for kids.

PUBLICS

FINANCIAL PUBLIC

The company is self financed by its owners, and stock holders who have a strong belief in the

company. Although a sum of money for the import of the hair products and expert other

transactions a local bank is involved.

MEDIA PUBLICMedia plays an important part in the promotion of any service, product and brand strong support

from different instruments of media should be insured. We are going to advertise our product

through electronic as well as print media. So our promotional technique will have full ethical and

legal considerations.

GOVERNMENT PUBLIC

Our legal department is going to ensure that our salon operation is in accordance with regulations

and policies. We have experienced corporate lawyers in hand which will guide and rectify thecompany concerning legal boundaries.

GENERAL PUBLIC

All the products that are used in the baby groomer are from the best companies and none of the

product is harmful for kids. We have ensured that the products we use are the best for children .

INTERNAL PUBLIC

Workplace obstacles that were causing dissatisfaction and de motivation in the workplace are

dealt with. These obstacles were low salaries such that obtaining basic necessities of daily living

becomes a problem; lack of essential equipment, tools and supplies to work with; delayed

promotions; difficulties and inconveniences with transportation to work. There is now a more

friendly and stable environment in the company which is influencing the employees to work

more effectively and efficiently.


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MACRO ENVIRONMENT

POLITICAL AND LEGAL

The political environment of business is one that deals with the concepts of politics and the way

they influence business operations. Its important to understand laws that are the outcome of the

political process; therefore they are fundamentally a core issue concerning business managers.

Specific strategies for managers can take are, having a proactive approach ( one that improves

performance in an industry and avoids political attacks and government intervention).

There is no such political or legal environmental impact on our company directly.

DEMOGRAPHIC

Demographics concern the measurement of the population. Demographic segmentation involves

dividing the market into groups based on demographic variables such as:

AGE

GENDER

INCOME

OCCUPATION

FAMILY SIZE

RACE

RELIGION

The demographic segmentation for Baby groomer is as follows:

AGE: While looking at macro environment, the population of Pakistan is increasing rapidly

and most of the people are youngsters. There are many kids in Karachi and most of the

Karachiites wants trendy look.

GENDER: Baby groomer is a unisex salon as all the kids need hair cuts once in a while or

within a month or two.

INCOME

In current times the Pakistani economy is facing recession and there is a high probability of

decrease in income and now customers will be more income-sensitive. So we have priced our

services according to the current situation and it is affordable for our target market.


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OCCUPATION

Our services are for hair and spa related only for kids. In our society mostly women look after

kids and they are the one responsible for kids grooming clothing and styling. So mostly mothers

are our target market.

RACE AND RELIGION:

we have no specifications regarding this as our services available for all kids.

ECONOMIC

Economics plays a considerable role for our services. Although everyone needs a cut or

trimming for hairs once in a while, they will evaluate our prices and compare it with others

prices.

CULTURALMostly Karachiites are style conscious and people from upper middle class and above

stratification want their children to be presentable in front of everyone.

TECHNOLOGICAL

For our salon and spa services we need to have modern hair dryers with latest features and other

equipments that make our work more efficient.


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CONSUMER BEHAVIOR

FACTORS AFFECTING BUYING BEHAVIOR OF THEIR CONSUMERS:

CULTURAL FACTORS:

There can be no cultural factor involve in the consumer behavior or affecting it.

SOCIAL CLASS:

The Upper- Upper, Lower Upper, upper Middle.

SOCIAL FACTORS:

The products that will be used will be hygienic, pure & of halal ingredients that would not be

harmful to the childs skin.

PERSONAL FACTORS:

AGE & LIFECYCLE:Its for the kids & the young ones.

OCCUPATION: Business personals, professionals,

ECONOMIC SITUATION: It does not have direct effect on our services or saloon.

LIFESTYLE: Formal & Casual.

PERSONALITY & SELF-CONCEPT: High class, trendy, stylish, classy, sophisticated

personalities.

COMPETITIVE ADVANTAGE:

We do not have any such saloon in Pakistan for kids providing the services apart from cuttings

only as we do for kids as we say; WE MAKE YOUR CHILD LOOK MORE SPECIAL &

STYLISH.


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PRODUCT

Consumer Product:

It is basically a service oriented baby grooming Spa.

Specialty Product:

It has unique characteristic that this idea has never been launched by any one in Pakistan. The

consumers and potential buyers would be willing to make extra efforts to utilize this new service

for their kids.

Product Mix or Product Portfolio:

This baby grooming Spa consists of three major service lines; Product Mix width carries three

different service lines, hair care, massaging and manicure pedicures

Product Mix Length contains more than 5 best services

Furthermore as far as product mix depth is concerned; we have variety of services that we are

introducing. We are coming up with best ambiance and comfort variety of service, keeping in

mind our target market and their lifestyles.

We are coming up with the idea that will enhance the image of the market we are focusing and

at the same time will provide them with the best comfort.

PRODUCT MIX CONSISTENCY:

Which shows how all services line we are providing, closely relates in different aspects? Our

service lines are consistent in a way that each service line offer best comfort for your baby. But

in the consistent way that each service line has completely different experience for the

consumers.

Product Line:

In the line of Massages we are coming up with 3 more innovative features, that is,

Aroma

Herbal OilIn the line of cute Hair Cuts further unique ideas are there

Party Cuts Baby cuts


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Baby finches Trendy cuts

In the line of styling most trendy looks are coming up

Pin stylings Spikes Trendy stylings

In the line of Bath (Shampooing) we are having an idea of

No more tears Aromatic shampooing

In the line of Babys Pedi and Manicure services, now includes two more innovative ideas Nail cuts Nail printing

PRODUCT QUALITY:

We use TOTAL QUALITY MANAGEMENT in our Spa to provide the best quality. We are

working harder to deliver consistent quality in performance. Well deliver the best comforting

and softening services for which consumers are paying to us.

All products used during services would not be harmful for babys sensitive skin.

Services feature:

COMFORT, having two most comforting services in this service line that is, Massages,Babys manicure and pedicure

BABY CARE, having further two best services of our Spa. That is Cute hair Cuts andStylings

AQUA TREAT, one most promising service is included in this service line is BabysBaths.

Our Spas services will remain same in all the branches we will open further in any part of the

World.


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We will also be considering line-filling strategy that is introducing new services in the service

lines, for earning greater profits and making a renowned name in the world of Baby grooming

Business.

PRODUCT STYLE:Unique innovative hair salon and spa services


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PRICING

PRICING OBJECTIVE:

Pricing objective is to penetrate in the service proving market for Babies and then to

maximize profit in long run.

Product pricing strategy:

Our Spa chooses market skimming prices strategy. We set a high price for our new

services to skim maximize revenue layer by layer from the segments willing to pay the

high price. So Spa would first provide fewer but profitable services.

Adjustment Strategy Price:

Its not applicable in our case. No price adjustments would be made because our prices

are reasonable.

Uniform delivered pricing:

We will be charging the same amount of money in all the branches of the Spa regardless

of the location. Services and ambiance would also be the same.


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DISTRIBUTION/LOCATIONS

Our Spa will be targeting Upper- Upper, Lower Upper and Upper Middle classestherefore we have chosen the locations of our outlets keeping our target market in mind

Baby clipper Salon and spa is at ZAMZAMA Street Website is : www.cutenessspa.com.pk You can also join our face book forum THE BABY GROOMERs Our toll free number is 0800-333-769


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PROMOTION

OBJECTIVE: to create the awareness of our salon and spas services among our target

market.

ADVERTISING OBJECTIVE: create awareness

ADVERTISNG STRATEGY:

MESSAGE STRATEGY: to make our customer realize the need of utilizing our serviceswhile targeting mainly on there lifestyles.

MESSAGE EXECUTION: we make your child look cuter than beforeADVERTISING MEDIA:

Electronic mediaPrint media


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Product Life Cycle

As our product is new in the market, this is in the introduction age. We are launching it 1st

time

in Pakistan. We have to increase the growth of our service, by providing the best services. As thegrowth rate increases we will slowly move it into maturity level. Then gradually we will increase

our profit by increasing the prices of our services.

BCG Matrix

As this salon is new in the market, the market share is low and growth rate is also low thats whyour product lies in DOGS. We earn very less profit. We earn enough cash to maintain ourselves.


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SWOT analysis

Strengths:

Innovative idea No direct competitors Expert hair stylists for kids We have bar facility in our salon Offering entertainment for children

Weakness:

A new name in the market that doesnt have any exposure in Karachi. Less good will Comparatively lesser market share

Threats:

Due to current economic conditions and load-shedding our customer may face someinconvenience

Peace instability of Karachi. We dont have any direct competitor currently but we might have competitor in the

future.

Opportunities:

There is no hair salon and spa for kids in Karachi. There is no direct competitor in the market.


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Recommendation

We Put Two Scenarios in front of us. Either our business goes in loss or it will be profitable.According to the situation we set our recommendations to our business. After launching Baby

Grooming Services If our business goes in loss. So, Our strategies are different

Our Strategies In loss:

We try to advertise more. We Provide Complimentary Gifts To customers. Not to invest more. Target the other classes also except Upper-Upper , Lower-Upper and Upper-middle

classes Reduce the prices. In low rates, try to provide much more quality in services.

Our strategies in Profitability:

Trying to open new branches Maintain the Quality Comes up with more new ideas Increase the staff


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Conclusion

Baby Clipper Co. Ltd comes-up with new idea, we launch new type of services in Karachi,which never ever been in Karachi. Our main target markets are Kids and Mothers. And the Baby

Grooming services matters the most in upper-upper, lower-upper and upper-middle classes. Theactual targets of Baby Clipper are these classes.

We Launch a different type services that is very important for Kids,

Now a days people are very much influenced with western ideologies. In the west the groomingof children is important task. So, the survey of upper classes says that our people also want these

kind a services in Pakistan. Thats why we launch Baby Groomers (Hair Salon and Spa) in

Pakistan with the hope it will give good business.

Documents

Baby Groomers Launch